Center for Innovation Marketing and Strategy (CIMS)

We develop and provide thought leadership in the field of innovation marketing and strategy, working to have impact in business and academia.

We contribute to innovation being an active part of economic growth, aligning it with the long-term strategy of the company. We focus on the creation of value for the client through innovation.


  • Contribute to the alignment of innovation with the long-term strategy of the company.
  • Make innovation contribute substantially to greater economic growth.
  • Encourage the exchange of knowledge and experiences.
  • Facilitate collaboration with doctoral students and faculty at a European level.

Research lines:

  • Innovation generation and management
  • Business knowledge and innovation management
  • Teamwork
  • The business model as an innovation source
  • Go-to-market strategies
  • Turning customer value into profit
  • Sustainability innovation


Journal Articles (refereed)

KUNNUMKAL, S., MARTÍNEZ DE ALBÉNIZ, V. (2019). Tractable Approximations for Assortment Planning with Product Costs. Operations Research, 67 (2), 436 - 452. doi:10.1287/opre.2018.1771.
HUY, Q., ZOTT, C. (2019). Exploring the Affective Underpinnings of Dynamic Managerial Capabilities: How Managers' Emotion Regulation Behaviors Mobilize Resources for their Firms. Strategic Management Journal, 40 (1), 28 - 54. doi:10.1002/smj.2971.
GUITART, I., GONZÁLEZ, J., STREMERSCH, S. (2018). Advertising Non-Premium Products As If They Were Premium: The Impact Of Advertising Up On Advertising Elasticity And Brand Equity. International Journal of Research in Marketing, 35 (3), 471 - 489. doi:10.1016/j.ijresmar.2018.03.004.
KAPPE, E., VENKATARAMAN, S., STREMERSCH, S. (2017). Predicting the Consequences of Marketing Policy Changes: A New Data Enrichment Method with Competitive Reactions. Journal of Marketing Research, 54 (5), 720 - 736. doi:10.1509/jmr.15.0498.
TORTORIELLO, M. (2015). The Social Underpinnings of Absorptive Capacity. The Moderating Effects of Structural Holes on Innovation Generation Based on External Knowledge. Strategic Management Journal, 36 (4), 586 - 597. doi:10.1002/smj.2228.
STREMERSCH, S., CAMACHO, N., ET AL. (2015). Unraveling Scientific Impact: Citation Types in Marketing Journals. International Journal of Research in Marketing, 32 (1), 64 - 77. doi:10.1016/j.ijresmar.2014.09.004.
GELPER, S., STREMERSCH, S. (2014). Variable Selection in International Diffusion Models. International Journal of Research in Marketing, 31 (4), 356 - 367. doi:10.1016/j.ijresmar.2014.04.001.
CAMACHO, N., DE JONG, M. G., STREMERSCH, S. (2014). The Effect of Customer Empowerment on Adherence to Expert Advice. International Journal of Research in Marketing, 31 (3), 293 - 398. doi:10.1016/j.ijresmar.2014.03.004.
CHATURVEDI, A., BEIL, D. R., MARTÍNEZ DE ALBÉNIZ, V. (2014). Split-Award Auctions for Supplier Retention. Management Science, 60 (7), 1719 - 1737. doi:10.1287/mnsc.2013.1835.
BELDERBOS, R., CASSIMAN, B., FAEMS, D., LETEN, B., VAN LOOY, B. (2014). Co-Ownership of Intellectual Property. Exploring the Value-Appropriation and Value-Creation Implications of Co-Patenting with Different Partners. Research Policy, 43 (5), 841 - 852. doi:10.1016/j.respol.2013.08.013.

Articles in other publications

CASSIMAN, B., MENDI, P. (2011). Estrategias de innovación entre las multinacionales. Papeles de Economía Española (127), pp. 76 - 88.
STREMERSCH, S., LEHMANN, D. R. (2009). From the (Past) Editors. International Journal of Research in Marketing, 26 (4), 257 - 258. doi:10.1016/j.ijresmar.2009.09.002.
LEHMANN, D. R., STREMERSCH, S. (2009). Preface to a Debate. International Journal of Research in Marketing, 26 (2), 153. doi:10.1016/j.ijresmar.2009.03.001.
STREMERSCH, S., LEHMANN, D. R. (2007). Editorial. International Journal of Research in Marketing, 24 (1), 1 - 2. doi:10.1016/j.ijresmar.2006.12.001.

Book Chapters

CASSIMAN, B., DI GUARDO. M.C. (2014). Innovation and Technology Management in Competitive Strategy Research. In Giovanni Battista Dagnino (Ed.), Handbook of Research on Competitive Strategy (pp. 281 - 299). Cheltenham: Edward Elgar Publishing.